For one man, the turning of a year also represents the dawning of a new age.<\/p>\n

Raja Rajamannar<\/a>, in his new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers<\/a>, says the industry is emerging into what he calls “the fifth paradigm” of marketing.<\/p>\n

Rajamannar is Chief Marketing and Communications Officer of Mastercard and current president of the World Federation of Advertisers<\/a>.<\/p>\n

The fifth age<\/h2>\n

In this fireside chat with IBM SVP Bob Lord<\/a> for Beet.TV, Rajamannar outlines the historical development of each “paradigm” as he sees it:<\/p>\n

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1. Product marketing.<\/li>\n
2. Emotional marketing.<\/li>\n
3. Data-driven digital marketing.<\/li>\n
4. Social media and ubiquitous connected devices.<\/li>\n
5. “Quantum marketing”.<\/li>\n<\/ol>\n

   “Unlike in the previous paradigms where there are a couple of technologies … this paradigm is going to be powered by … at least two dozen technologies,” Rajamannar says.<\/p>\n

   “You’ve got AI, you’ve got AR, you’ve got VR, you’ve got 3D printing, you’ve got drone deliveries, then you have got … autonomous cars, wearables, internet of things, smart speakers.<\/p>\n

   “The bunch of them which are coming at us, each one office has got a direct impact on consumers’ lifestyles and their behaviour. And, therefore, consequently on marketing itself.”<\/p>\n

   Challenge everything<\/h2>\n

   Rajamannar has long been saying that the cracks in traditional marketing are showing.<\/p>\n

   He has variously advocated the deployment of “story making<\/a>“, overhauling the TV upfront sales season<\/a> and urged brands to find an inner authenticity<\/a> to deal with troubling times.<\/p>\n

   In his new book, Rajamannar urges brands, in the “fifth paradigm”, to “challenge every single hypothesis and framework”.<\/p>\n

   He thinks that the explosion of so many different channels and devices means the arrival of new gate-keepers, as each device will represent its own, unique path to purchase.<\/p>\n